ITV has launched a new streaming service ITVX, which claims to be the “UK’s first integrated advertising and subscription funded (AVOD/SVOD) platform”.
Viewers of the streaming service can choose to watch content for free in an advertising-funded tier or purchase an ad-free subscription service that offers additional British boxsets from BritBox and other partners’ content.
According to ITV, they will also adopt a “digital first” by premiering much of its new content on ITVX months before it features on its linear channels.
Exclusive new series will launch online every week, along with the nation’s biggest live events and a library of blockbuster movies.
READ MORE: M&S sponsors ITV’s ‘Concert for Ukraine’
“2021 was a record year for ITV Hub and BritBox, giving us strong foundations from which to supercharge our streaming strategy. We are investing significantly in new and exclusive programmes which will be free to stream,” ITV managing director of streaming, Rufus Radcliffe said.
The broadcaster’s CEO Carolyn McCall added: “This is fantastic for viewers – it will provide a simplified and seamless experience with thousands of hours of free content.”
“We are supercharging our streaming business, fundamentally shifting our focus to think digital first, as well as optimising our broadcast channels, by continuing to attract unrivalled mass audiences. In doing so we are responding to changing viewing habits, but also the evolving needs from our advertisers.”
Click here to sign up to Marketing Beat’s free daily email newsletter
